HDFC Mutual Fund
Redesigning investing journey for mutual ease
Streamlining the trading experience of HDFC Mutual Fund to cater to a larger, more diverse set of users.
HDFC Asset Management Company (AMC) Ltd., or HDFC Mutual Fund, is one of the leaders in the mutual fund domain of fintech. The platform offers a wide selection of investment schemes across
various categories. Its reach stretches to 210 branches spread across 200+ cities across India.
Our aim was to cater to this diversity with a welcoming experience that made the trading process simpler and engaging. With design thinking, of course.
Challenge
The main challenge was to tackle the overwhelming jitters in a security-sensitive industry like fintech. Especially, mutual funds. The brief was to simplify the investing journey for existing and new users, while showcasing HDFC Mutual Fund’s industry excellence through their portfolio.
Industry
FinTechServices
UX audit UI UX design Visual designCreative Quotient
UI/UX designers Visual designer
Our approach
Lemon Yellow’s collaboration with HDFC Mutual Fund made way for a website redesign which is engaging, innovative, and simple. Our approach was to kickstart with the existing website’s UX
audit, and get familiarized with the areas of improvement. After gathering clear data and insights, the next big step was to create intuitive, simple designs catering to the target audience.
Simultaneously, the redesign was also aimed at generating more leads by giving a friendly, delightful experience to the users, including those that are new to the website.
The Lemonade Process
Added our touch of making money simple
- Research
- Competition analysis
- Plan
- Stakeholders interview
- User interview
- Information architecture
- Explore
- Design workshop
- Wireframes
- Moodboarding
- Create
- UI UX design
- Design system
- Delight
- Prototypes
- Micro-interactions
- Analyze
- Quality analysis
Understanding the users
New to the world of mutual fund, these users are looking to understand schemes and investment opportunities. Above all, they need a genuine, trust-worthy source of knowledge to learn from and invest in.
Both of these user categories have a strong background in mutual fund. This TG visit to make an informed decision and allocate their capital assets efficiently. Together, they are in the pursuit of financial growth.
Complex user flows. Inconsistent UI design. Lack of structure.
Smoother user journeys. Focus on visual appeal.
Investments made mutually engaging
Accessing the dashboard was quite a complex task. We simplified the login process by making it shorter, more engaging, and consequently, convenient. With a simple and clean touch of aesthetics, the work portfolio became easy to understand too. The overall look and feel of the website was translated to one that is less overwhelming, more welcoming.
Visual design for visual delight
The real experience dwells in the details. We crafted iconography and interactions that aligned with the brand’s visual identity. Exploring creative yet business oriented visuals while maintaining the real essence of HDFC Mutual Fund was a fun challenge to overcome. The results floated wonderfully!
Effort to make it effortless
To make the process flow for the users, we made the user flows shorter and seamless. Not only were all their mutual fund needs met on one platform, but in one go. Data visualization helped break down complex data into understandable chunks. Questions answered, problems solved, and actions completed - with ease.
The result
HDFC Mutual Fund, as we know it, continues to be the largest mutual fund and actively managed equity fund in India. Wrapping up this long collaboration and watching the brand soar is our happy ending! 🎉